Danish organisations launch a collective fight against loneliness
In this new Christina Amundsen-directed campaign the Danish Red Cross, Danish Red Cross Youth DaneAge Foundation and the Mary Foundation aims to break taboos.
On a global scale, loneliness has been an escalating problem during the pandemic.
And since a new Danish study shows that one in three think it is hard to ask people they know if they feel lonely the four organizations Danish Red Cross, Danish Red Cross Youth, DaneAge Association and the Mary Foundation have joined forces in a new campaign to battle loneliness in Denmark.
"Way too many people feel lonely, and we have to do something about that, especially since the statistics have skyrocketed during the pandemic. We owe each other to learn how to initiate conversations about each other's loneliness. We have to improve at starting these conversations and breaking down the taboos surrounding loneliness," says Anders Ladekarl, Secretary General at Danish Red Cross.
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The emotional and slow-paced campaign is directed by Christina Amundsen who is the co-creator of last year's award-winning spot 'Isolation' about domestic abuse hotlines.
"We have had a lot of discussions about the issues arising from the pandemic. Christina has been especially focused on the loneliness, which inevitably grows in times like these, so we reached out to Danish Red Cross who was just about to engage in this campaign. It has been inspiring and rewarding to create this ," says Mette Jermiin, MD and EP at Bacon.
The campaign is funded with resources from the Danish authorities' pandemic relief initiatives. Besides the four main organizations, 70 other organisations support the campaign.